Travelers shift priorities toward value, unique experiences, and immersive stays as Spain claims the top spot in Consumer Insight’s 2025 satisfaction survey with 808 points, overtaking Switzerland which drops to fourth after four years at number one, while Portugal surges to second at 793 points and Czech Republic holds third at 791 points, highlighting how South and Eastern European destinations deliver romance, affordable prices, and scenic beauty that resonate with cost-conscious Koreans seeking practical enjoyment over luxury splurges.
Southern Europe dominates the leaderboard as Spain achieves its first-ever first place since the survey began in 2016, joined by Portugal leaping nine spots and Italy maintaining seventh, whereas Western Europe suffers from high inflation with Switzerland and Austria falling three and eight ranks respectively, France plummeting eleven to 24th, and Germany dropping fifteen to 30th, underscoring how travelers now favor destinations offering high value for money amid rising costs, with Asia lagging as ten of fourteen below-average countries come from the region, though Japan retains the highest Asian rank at eleventh with 756 points and cities like Sapporo leading urban satisfaction at 786 points.
Younger generations drive the exodus abroad despite spending four times more on overseas trips averaging 1.98 million won compared to domestic ones at 540,000 won, as Yanolja Research reveals MZ travelers prefer international escapes for novel experiences and cultural immersion rating 5.5 and 5.4 out of six in escape and novelty factors, while viewing local travel as mere convenient functional consumption focused on low time and cost burdens, prompting calls to redesign domestic tourism through local storytelling that weaves history and culture, premium themed trips targeting gastronomy or wellness, and revitalizing idle spaces like old factories into fresh attractions to restore trust and compete on experiential value.
Hotels.com predicts 2026 trends led by historic stays in repurposed buildings such as Kyoto’s former school turned The Hotel Seiryo Kiyomizu with searches up 194% or Cornwall’s ex-prison Bodmin Jail Hotel rising 110%, alongside hotel hopping where over half of global travelers including 55% of Koreans plan multiple lodgings per city to maximize excitement and minimize transit, with destinations like Tokyo and Phuket ideal for switching from traditional ryokans to modern boutiques, blending seamlessly with fandom sports voyages immersing in local traditions like Korean baseball or Thai muay thai and screen tourism chasing filming locations from upcoming shows in Croatia or New Zealand.
These insights converge on travelers demanding authentic, value-packed adventures that prioritize personal enrichment through history, flexibility, and cultural depth, whether choosing budget-friendly European gems, elevating homegrown experiences, or embracing innovative lodging and event-driven itineraries to turn every trip into a rewarding investment.
https://www.hankyung.com/article/202510236803g
https://www.newstap.co.kr/news/articleView.html?idxno=315467
https://www.khan.co.kr/article/202510301103001
